Tissue and hygiene in 2024: The big picture
In 2024, tissue and hygiene in Canada experienced a mixed performance, influenced by stabilising inflation, increasing domestic production capacities, and shifts in consumer behaviour. While retail tissue and hygiene saw more moderate growth compared to the rapid expansion in 2023, the sector still benefited from a steady recovery.
2024 key trends
Retail tissue remained the largest category within tissue and hygiene in 2024, with steady growth in both value and volume terms. Demand for toilet paper and paper towels remained resilient, buoyed by strong private label offerings and strategic investments in domestic production.
Competitive landscape
Procter & Gamble Inc. remained the leading company within the Canadian tissue and hygiene market in 2024, with key brands such as Always, Tampax, Charmin, and Bounty driving category performance.
Retail developments
Supermarkets remained the dominant distribution channel for tissue and hygiene products in Canada in 2024, accounting for more than a third of total value sales. The channel’s share increased during the year, largely due to its convenience, strong promotional activities, and the trust that Canadian consumers place in established grocery retailers.
What next for tissue and hygiene?
Sales of tissue and hygiene products in Canada are expected to rise at a steady pace over the forecast period. While inflationary pressures have eased, economic uncertainties persist, which will likely influence consumer spending habits.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in Canada?
- Which are the leading brands in Tissue and Hygiene in Canada?
- How are products distributed in Tissue and Hygiene in Canada?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Canada
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Canada
KEY DATA FINDINGS
Stronger volume recovery in Canada compared to the US
Long-term care bed shortages propel Canadians to seek alternative care arrangements
The future of the ultra-premium market in Canada
Healthy performance of away-from-home tissue products over the forecast period
Potential tariffs could hinder Canadian away-from-home manufacturers exporting to the US
Further business operations to be consolidated between Canadian tissue players
Retail Adult Incontinence in Canada
KEY DATA FINDINGS
Value growth impacted by inflation and consumer usage habits
Depend brand leads the way as private label gains traction
Pull-up formats and breathability remain top priorities for consumers
Older adults face challenges including gaps in care and access to incontinence supplies
E-commerce continues to grow as new DTC brands prioritise sustainability
Brands highlight female life stages and work to destigmatise incontinence
Nappies/Diapers/Pants in Canada
KEY DATA FINDINGS
Value and volume growth impacted by easing inflationary conditions and declining birth rate
Kimberly-Clark and Procter & Gamble continue to lead
Digital presence becomes an integral part of channel strategy
The affordability and environmental benefits of cloth diapers present a significant challenge to disposable diapers
Continued value growth expected in nappies/diapers/pants in the forecast period
Sustainability features to drive brand differentiation and new releases
Menstrual Care in Canada
KEY DATA FINDINGS
Cost-conscious consumers shifting format preferences and wear habits
Legacy brands reaching consumers with social-impact marketing while private label undergoes mixed growth
Robust government-led initiatives push for wider access to menstrual products in public spaces
Innovative tampon product launches promote ease of use
Fem-tech start-ups innovate with support from unifying organisations
Menopause advocacy takes centre stage
Wipes in Canada
KEY DATA FINDINGS
Strong growth for moist toilet wipes
Convenience and wellness trends influence the development of personal care wipes
Growth of e-commerce
Wet wipes to face increasing rivalry from eco-friendly alternatives
Legislation regarding “flushability” presents obstacles and calls for additional innovation
Innovation and sustainability to drive the category
Retail Tissue in Canada
KEY DATA FINDINGS
Normalising economic conditions to signify softer value gains
Facial production gap in Canada benefits domestic players
Brick-and-mortar remains important for the Canadian market
Stable value growth expected over the forecast period
Tariffs could threaten US-Canada tissue production and export partnerships
Emphasis on sustainable practices to echo throughout the forecast period
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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